Rwanda Development Board (RDB) became Arsenal’s first official sleeve partner and began this ground-breaking partnership in May 2018. Clear objectives were defined to support tourism – a key GDP contributor in a nation determined to free itself from foreign aid reliance and the poverty cycle after the 1994 genocide.
In year one, RDB has already significantly exceeded their objectives:
– 8% increase in tourism in one year
– 4% increase in UK visitors May-Sept 2018
– Before the partnership, a survey of 20K fans from 28 markets found 71% didn’t consider Rwanda a tourist destination. A year on, 51% said the partnership made them more likely to consider Rwanda as a destination.